Exam 7: Segmentation, Targeting, and Positioning

Which of the following best describes positioning? dividing the market into smaller, meaningful groups of customers a promise to a group of customers evaluating and identifying a meaningful group of customers to serve creating a unique offering to provide customer value identifying a clear and distinct place in the customer's brain that the brand or company should occupy

Ad man Rosser Reeves believes that firms should develop a USP for each brand and stick to it.What does USP stand for? unique selling product unique services practice unique sales pitch unique selling proposition universally strategic practice

Marketers of automobiles, financial services, and travel are most likely to use which of the following types of segmentation? gender income occasion usage rate benefits sought

Under what circumstances would local marketing likely be the most effective? when pronounced differences in psychographics are present when pronounced differences in lifestyles are present when pronounced regional and local differences in demographics and lifestyles are present when regional demographics and lifestyles are similar when pronounced similarities in psychographics are present

Why might demographic segmentation be the most common type of segmentation?

From cereal and toys to fast food and fashion marketers have generated much controversy in recent years by their attempts to target ________. the elderly white-collar workers children multiple international markets suburban adults

When Walmart customizes its merchandise store by store to meet shopper needs, it is practicing ________. niche marketing psychographic marketing local marketing social segmentation individual marketing

Because there is such variation among the economies of countries around the world, it is not practical to segment international markets on the basis of economic factors.

Business and consumer marketers use the same set of variables to segment their markets.

What are the four steps, in order, to designing a customer-driven marketing strategy? market segmentation, differentiation, positioning, and targeting positioning, market segmentation, mass marketing, and targeting market segmentation, targeting, differentiation, and positioning market alignment, market segmentation, differentiation, and market positioning market recognition, market preference, market targeting, and market insistence

The market segments your company is targeting are conceptually distinguishable and respond differently to different marketing mix elements and programs.Therefore, these segments are ________. accessible measurable reachable differentiable observable

If Wealth TV decides to segment its market based on the social class of television viewers, what segmentation approach is Wealth TV using? geographic segmentation demographic segmentation psychographic segmentation behavioural segmentation situational factors

List three variables that are applicable to segment business markets.

For simplicity's sake, most marketers generally limit their segmentation analysis to one or a few variables.

Explain the four major segmenting variables for consumer markets.

A company or store gains a(n) ________ by differentiating its products and delivering more value. competitive advantage positioning advantage cost advantage efficiency advantage synergy

A company or market offer can be differentiated along the lines of product, image, services, channels, or ________. prices nonprice factors people customer service location

Not every brand difference is worth establishing and promoting.A difference is worth promoting to the extent that it satisfies which of the following criteria? competitive alternative divisible superior reactive

Which difficult-to-sustain positioning strategy attempts to deliver the "best-of-both"? more-for-the-same more-for-less same-for-less more-for-more less-for-much-less

Purrsonals.com calls itself "the cat lover's social network." Which targeting approach best describes the site's approach? undifferentiated marketing differentiated marketing mass marketing niche marketing substitute marketing